Research on the Impact of Internet Celebrity City Image Communication on Consumer Behavior Intention from the Perspective of Social Media
[Purpose/significance]With the wide dissemination of marketing events in the era of short video,a number of internet celebrity cities have entered the public eye.Taking the user group of Tiktok platform as the research object,this paper aims to explore the impact of internet celebrity city image communication on consumer behavior intention.[Method/process]Based on SOR model,a model of the influence of internet celebrity city image communication on consumer behavior intention is constructed and verified by struc-tural equation method.[Result/conclusion]The tourism experience,tourism atmosphere and cultural background in the cognitive im-age of internet celebrity city have a significant positive effect on consumer behavior intention.The negative news of city and tourists'negative word-of-mouth have a significant negative effect on consumer behavior intention.In addition to cultural background,emotion plays a mediating role in the process of other variables in cognitive image affecting consumer behavior intention.Finally,this paper pro-poses optimization strategies for the communication of internet celebrity city image,and provides effective management suggestions for managers and relevant decision makers.
internet celebrity citycity image communicationSOR theoryemotions
万方数据
维普
